The future of research for advertising
Jane Bloomfield and Greg Nyilasy
It is a commonplace that we are in the middle of a major revolution of advertising media and the advent of the digital era has changed all the rules of advertising.
If so, it has wide-reaching implications across all areas of marketing, communications and research.
The evolution of advertising is well documented. From the 'more you tell, the more you sell', product-led days of Claude Hopkins, with rational benefits driving short-term behavioural action; moving on to not simply informing but appealing, with Bill Bernbach arguing that 'telling...